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When a person enrolls in school, seeking a computer science degree, they learn fundamental principles of math and logic. If the individual wishes to become a doctor, they begin with basic anatomy. Each professional discipline has a basis of fundaments upon which to build a foundation of experience.The 4 P’s of Marketing has been a staple of marketing education that has dominated the fundamentals of marketing for the last 60 years, despite lacking the adequate elements to describe modern business. Searched thousands of times every day, students and marketing associates are presented with a system that simply doesn’t work anymore.
The 4 P’s are Product, Price, Place, and Promotion. Over 70% of the American economy is service-based so that already disqualifies Product as an adequate principle. People will buy expensive phones but steal 99 cent songs so is Price really how the worth of an offering should be gauged? Place is often obsolete with introduction of the Internet. When it was originally written, Promotion only talked about traditional and broadcast media, only a fraction of today’s advertising industry. These 4 principles simply cannot be the foundation of marketing, and one book attempts to challenge this status quo.
The INVEST Method is a short, compact book that replaces Product, Price, Place, and Promotion with a new set of more sustainable principles. The letters of INVEST stand for Information, Network, Value, Experience, Strategy, and Technology. The book attempts to wrangle our growingly complex world of social media and other innovation and provide a set of principles upon which to establish a new marketing mix.
The information describes how a company must divulge its data and how to manage attention and time. Network describes phenomena such as influencers and online communities and how each should be leveraged. Value describes how to break down the worth an offering into individual units to understand market segmentation. Experience also breaks down the marketing process into the series of sensory inputs that consumers experience. Strategy helps balance the interaction of an offering, its intended customer, and the problem it solves. Technology embraces the chaos of our world and divides all marketing and sales activities into six major processes that involve tech.
Released at the end of July, The INVEST Method climbed the charts on Amazon to eventually hit #1 in Marketing, #2 in Business Strategy, and #3 in Business & Money Short Reads on its weekend release. At only 70 pages, it is an easy, quick read and is coupled with online resources to supplement the ideas presented.
ABOUT THE INVEST METHOD
Author Carl Holden is the owner of a local marketing firm and spent the last 5 years developing this method, using its principles for his own clients. He has seen that technology trends and changing societal issues are simply outpacing marketing, and many small businesses fail directly due to this lack of adequate marketing strategy. Carl hopes that marketing professionals and entrepreneurs will one day abandon the antiquated 4Ps for a modern marketing mix.
Contact Info:
Name: Carl Holden
Email: Send Email
Organization: The INVEST Method
Address: Hunstville, AL
Phone: 844-493-5587
Website: https://www.amazon.com/dp/B073HG1NR7
Release ID: 221171
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